To grab the attention of tween sports fans, marketers should package content to play across a variety of formats and platforms, according to a new study from We Are Family.

The Brit research firm’s Global Kids Sports Report surveyed more than 4,300 kids ages seven to 12 (and their families) during August and September 2023. The sample was split equally along gender lines and hailed from the UK, the US, Germany, Spain, Italy, France and Singapore. The WAF team also conducted in-depth interviews with 15 respondents from each country.

When it comes to how they watch sports content, tweens use 4.7 different platforms on average each week. A majority of them (69%) favor YouTube, followed by linear TV (52%) and Instagram (43%). The takeaway is that companies should package their sports content in a variety of formats to meet this demo’s multiplatform preferences since the report notes that each channel and engagement is “scratching a different itch.” 

Furthermore, WAF found that tweens prefer to watch short clips and compilations to get their sports fix as opposed to long-form content. While nearly half of the survey’s respondents still regularly tune into live broadcasts, this traditional form of watching sports is (unsurprisingly) losing its dominant influence due to the variety of new platforms and content types that kids have at their disposal today. 

“Broadcasters need to focus on what they can add to their live sports coverage to bring a new generation on board,” says WAF CEO and lead researcher Maurice Wheeler.  

The report also uncovered an interesting viewing trend driven by TikTok algorithms, which are making it less important for sports content to be “new” in order to capture attention. Kids are just as open to watching older sports clips on this platform, as evidenced by the large number of Lionel Messi fan accounts creating snappy, viral TikTok edits of his best highlights.

This dynamic may also explain why nearly 25% of tweens actively want to watch biographical sports content, perhaps indicating a market opportunity for kid-friendly sports documentaries. 

Overall, 85% of tween fans check social media for sports updates and highlights weekly, with 23% doing so daily. Nearly 60% prefer content from official pages versus fan accounts (40%). And as tweens get older, they also start looking for digital communities of like-minded fans—among 11- and 12-year-olds, specifically, one in five respondents say they rely on online platforms like Reddit and Discord for sports news.

Fandoms let kids build a sense of identity and community, and understanding and catering to these preferences can help brands/companies develop long-lasting loyalty—which takes hold the strongest during these tween years, according to We Are Family. Not only is this the developmental stage when friend groups and media start having more influence, but it’s also when the internet starts to have more impact on consumption habits.

In terms of the sports brand hierarchy, tweens ranked Nike, Adidas and Puma as their favorites (except in the US, where Under Armour trumped Puma). And the market potential for kids sports merch is particularly strong in Italy, Spain and the US. 

The full Global Kids Sports Report is available for download on the We Are Family website.